Lead counts can be inflated or spike for a number of reasons:

CRM

• Dealer is running a new marketing campaign resulting in a large influx of leads in the CRM for a particular month.
• Dealer has imported a large number of leads from another source, such as:
  • Direct Mail campaign
  • Email campaign
  • Service leads
• A dealer has set up a new integration between their DMS and CRM.  Typically when this happens, after each Sale is finalized, it is imported into the CRM as a lead.
• A dealer has set up a new integration between their Call Tracking and CRM, resulting in new CT leads appearing in the CRM.
• ProMax CRM - Even though leads are not pulled from ProMax via the scraper, the Leads are pulled from ProMax in the same method as the Scraper (5 days of leads delivered every day) so CRM leads will appear inflated by 5x.  For more detail, see the Scraper explanation below.
• SCRAPER - If the dealer is on Wall-E (the Scraper), inflated lead counts are normal/expected beginning with the date that the dealer's CRM is added to the Scraper.  Backdata lead counts will look normal, but the daily lead counts will be inflated by approximately 5x.  Here is a more detailed explanation:
  • When a dealer is first added to Wall-E, if backdata is requested (almost always), it pulls 90 days of backdata and loads it.
    
    From that date forward, daily data is pulled as follows:  Every day, Wall-E pulls the previous 5 days of leads and loads them into our tables.  The reason for this is in case there are errors/issues pulling data, as long as the issue is fixed, the missing data will be pulled the following day.  In other words, we can go up to 5 days in a row with errors and as long as the error is fixed by the 5th day, we will not be missing any data (and will not have to manually trigger a bunch of pulls for missing data).
    
    As a result, for the daily data:  From the date the dealer is added to Wall-E, we receive each day's leads 5 times.  There is currently no mechanism to "deduplicate" leads in our leads tables (We do, however, dedupe Sales).  So the lead volume will appear to be inflated by 5x.
    
    There ARE mechanisms in place which prevent:
    - duplicate leads from being used for Offline Attribution (it will only count as 1 attribution)
    - duplicate leads from appearing in Clicktrails (it will only show once)
    
    There is a request in to have leads "deduped" in a manner similar to how we dedupe sales, but it is on the backlog.  This request will require a big lift from both Ops and Engineering and neither team has the capacity at this moment.

Call Tracking

• Dealer is advertising a new phone number due to a new ad campaign, resulting in a large influx of Call Tracking leads.

Collect Files

• (Rare) Occasionally, a dealer will not filter for the most recent month ONLY when sending us lead files.  Instead, they send all leads from a certain date forward every month (example: one month's report will contain January 2022 through August 2025, then the next month's report contains January 2022 through September 2025).  This will result in inflated lead counts as the same leads (for prior months) are being loaded every month.  When this occurs, the Ops Team will email the dealer and asks them to fix their filters, however not all dealers will comply (some refuse) and continue to send files with unnecessary extra leads.